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Superdrug sets up design rooster

Nucleus Design is helping 700-strong health and beauty chain Superdrug to set up its first packaging design roster. Fourteen unnamed groups have been interviewed after 30 consultancies were approached in the initial stage.

Nucleus Design is helping 700-strong health and beauty chain Superdrug to set up its first packaging design roster.

Fourteen unnamed groups have been interviewed after 30 consultancies were approached in the initial stage.

The roster, which is due to be finalised in the next two weeks, will consist of five or six consultancies, says Nucleus managing director Peter Matthews.

It is believed that Superdrug’s in-house design team will be retrained to form a design management team, though it will continue to do art work. Meanwhile, the retailer is actively seeking to strengthen its in-house team.

Nucleus Design has been working with Superdrug since November 1994. It was responsible for creating the new identity and redesigning own-brand products, and is now helping restructure design management processes (DW 24 May).

Nucleus has also been in charge of putting together a second roster consisting of reprographics houses. This will make the process of packaging more efficient, says Matthews.

“We are helping Superdrug to transform its business and to make the most of its new identity. We are not just giving it a new identity and then kissing it goodbye,” says Matthews.

Superdrug design studio manager Martin Richards would not comment on the process, other than to confirm that a design roster was scheduled to be set up.